I've been thinking about my answer to that question very deeply these past few months as I've been re-examining my blog monetization strategy because right now, to share honestly, other people are prospering more off my content than I am. And, I'm not alone in this. It's actually quite an issue for most bloggers...but most don't even realize it.
Clarifying freebies
Before I get into more detail about how others can be prospering more off your content than you, first, let me make clear that when I say giving your content away for free, I'm not talking on your own blog. One piece of advice that many an Internet marketer recommends is giving away free content on your blog and I agree with that strategy because it's like the taste test spoon at the ice cream parlor. If someone likes the bite, they'll buy a whole scoop or two, and might come back another time and buy a whole sundae.
And as well, I'm not talking about doing a guest blog or video post on another blog because that is good exposure for you and it helps create social currency with that blogger and their audience. Plus, your only doing it like once or twice a year kinda thing for any given blog.
I'm talking about situations where you are providing regular posts on blogs or sites that don't offer you money but the exchange of "exposure and honor" of being on their site. The typical business model of these blogs or sites is built upon getting non-paid aka "free" content from bloggers. These same business models do not include getting free content from "journalists."
Some of these sites might even offer a small bounty like if you happen to land in the top 100 of their leader board, but in most cases, you won't ever land in that leader board because the niches that tend to clog up the 100 are in tech, sports or business, non-lifestyle categories.
...What have you actually earned from all your free blogging? ...
Isn't that kinda like a sweat shop model?
For example, the Huffington Post has openly said that their business model includes not paying bloggers, and they will not change that. Last year, HuffPo had over 1800 bloggers contribute content, they earn revenue through advertising, and since their launch in 2005, HuffPo has received $35 million in VC funding.
If you are a HuffPo blogger, your content is helping them make more money, become #1 on Technorati, get better Google juice, and get better SEO. You get "visibility and distribution." But let me ask you, have you actually sat down and calculated what that visibility and distribution has translated for you into more traffic to your blog or to increase in your own revenue stream? What have you actually earned from all your free blogging for them?
Who wouldn't want to be in USA Today?
Services like Blogburst who round up the best bloggers in various niches sell this gathered blog content to major media sites like USA Today, Reuters, and Fox News. You the blogger get exposure and a byline on the big site. This indeed is something very impressive to put on your bio. Blogburst offers "rewards" to bloggers who make their Top 100 Leaderboard that ranges from $1500 to $50.
But now consider this, Blogburst makes money off of all content the media sites pay for whether you make the leaderboard or not. The media sites again gain traffic and quality content from you, and you may or may not ever get on the leader board because the Blogburst leaderboard can change on a whim, and you must stay be on that leaderboard by the Quarter close.
I will share that Back in Skinny Jeans has been a Blogburst member for almost 3 years, has garnished over 12 million page views from various media sites, and I have not made one cent. The click through traffic to my blog is less than .05%. I have some nice screen shots for my portfolio, but from a business perspective, how much has Blogburst and the media sites made off of my content compared to me the creator?
We all gotta pay our dues
There are many other examples I could bring up, but the Huffington Post and Blogburst are two perfect examples of bigger blogs/sites that make money off of free or next to nothing payment to bloggers like you and me.
Now granted, in your first year of blogging when you're starting out, everyone even journalists in their careers do "intern" type, paying your dues work where you get paid nada to handfuls because you're just after resume building experience and exposure. But at some point, journalists start to get paid real money and they get paid more the more experience they gain.
Most bloggers don't ever get that kind of pay ladder because we're primarily small business owners and earn by what we can hustle. We do have greater earning potential but again, you have to get creative and really hustle which can be a real challenge for those who are not business savvy or just don't like or are good at the business side of their blog business.
When are you gonna show me the money?
When thinking about your blog monetization efforts, what is important to ask yourself is if it is worth it to you to give your content to these blogs/sites for free in exchange for exposure and distribution? Do you feel that you are getting a mutually thriving deal and that you are profiting as well?
You need to know these answers for yourself because, at the end of the day, if you are in blogging to make a living or money, you need cash because your blog love does cost a thing.
